Investigating unconscious aspects of the choices that consumers make
When companies want to know why consumers make the choices that they make, they usually ask people for feedback explicitly and based on that feedback, build strategies to market their products. The underlying problem with this method is that majority of the times consumers themselves are unclear about why exactly they ended up making those choices. In fact, since 90% of cognition exists in the subconscious mind, it is people’s emotions that drives most of their decisions. Scientific evidence has proved that we first make decisions using our subconscious mind after which we rationalize using our conscious mind.
This is where “Neurotrend” comes in. Using neuroscience technologies, we help companies measure the unconscious aspects of the choices that consumers make. This unconscious component consists of people’s repressed feelings, hidden memories, habits, thoughts, desires and reactions. Neuroscience marketing can be used to measure performance metrics such as emotional involvement, interest involvement and memory retention.
The current practices of market research are not only time consuming and costly but also prone to biasness and highly subjective evaluation. Unlike these results of the traditional market research surveys which are influenced by people’s logical brain, the results obtained with Neurotrend provide a clearer picture of the WHY behind the consumer’s choices as these results are very instantaneous and unfiltered.
At Neurotrend, we use technologies like EEG, PPG, Eye Tracker and HD camera to carry out the neuromarketing process. In this article, we will take a deeper look at how the Electroencephalogram (EEG) works. The EEG test uses neuroscience techniques to capture the underlying brain responses of people. These responses can be used to guide business decisions without asking explicit feedback from research participants.
The human brain consists of billions of cells called neurons that interconnect in very complex ways. Neurons communicate with each other by passing electrical signals along the connecting fibers. Even though the size of these signals is very small, they can be measured using some very sensitive equipment like EEG. When all of the electrodes on the EEG pick up the signals, brain activity can be seen. These brain signals are generally associated with changes in attention/focus and excitement.
The data generated by conducting the EEG test can be used to provide insights into how a product, advertisement or some other experience affects the emotional and physiological state of a person. The changes in the electrical signals can be used to infer how engaged a person is with the advertisement and what his/her emotional responses are to the advertisement. This helps marketers create more effective and engaging ads and hence, have a stronger marketing campaign.
With Neurotrend’s neuromarketing research, companies can acquire valuable consumers’ insights for maximizing their marketing efficiency and better targeting customers.